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Managing reputation and driving recognition with the Fishing News Awards

In 2018 you’d be forgiven for thinking it’s all doom and gloom for our coastal towns as the UK’s fishing industry faces increasing scrutiny, while Brexit debates rage on and Nigel Farage busies himself throwing dead fish in the Thames in protest of our PM’s negotiations with the EU.

Source: Sky News

Our dedicated maritime division will not be brought down in the dumps, however. In fact, owing to the increased awareness of the plight of our seafarers as we approach the deadline for an agreement with the EU, it seems this year, more than any, was worth a good old celebration of the best and the brightest fishermen and women from across our British Isles.

We’re proud to have supported the Fishing News Awards with sponsorship and communications services for the last three years, working with Fishing News to highlight those truly worthy of commendation across the UK’s fishing ports, seaside cafes, and industry suppliers.

At a ceremony in Aberdeen, held at the end of May, finalists and guests from all corners of the British Isles were welcomed to the evening and it was a privilege to see inspirational individuals and businesses recognised for their hard work and dedication in this, one of the toughest years for the industry.

Fred MacAulay – comedian and host of the 2018 Fishing News Awards

Indeed, recognition for one’s achievements is important, but in a programme in which the winners are voted for by industry peers and colleagues, the Fishing News Awards proves reputation precedes it.

Reputations don’t just happen, unfortunately – we’re not born with them, and they don’t occur naturally at the inception of a business – they must be built steadily and nurtured. Of course, a big part of building reputation is doing good work, but then an awful lot of reputation comes down to people hearing about that good work.

That means word of mouth becomes extremely important in building and supporting reputation.

And word of mouth doesn’t just mean a friend or colleague mentioning a good product or service to you – although that’s certainly part of it – it’s about recommendations from other trusted sources, like magazines, Facebook, Google, local and industry news.

To hit those platforms, you’ll want to invest in communications strategies to drive the reach of this extended type of word of mouth. Increasingly, we’re seeing communications programmes recognised as a key component for businesses tasked with raising their profiles in an increasingly competitive landscape, including in the maritime industries.

Take a look at the numbers…*

1,000 customers can generate around 500,000 conversations about a brand

66% of brand mentions are positive in nature, meaning word of mouth can lead to positive brand reputation

50% of word of mouth recommendations are the leading factor behind a purchasing decision

72% of people trust online reviews as much as personal recommendations

84% of B2B decision makers start their process because of a referral

It’s not enough to rely on doing good work, you need to ensure there’s noise around that good work, and that it’s being heard by the right people.

When we support the Fishing News Awards, we see small and big businesses nominated as a result of their reputation. We extend the reach of that reputation, speaking to local and industry media and creating engaging content for social media platforms, talking about the nominees, their businesses and achievements. When they win, we continue to help spread the news far and wide.

Last year, our communications efforts saw us secure 149 pieces of coverage for nominees and winners across fishing industry and local press, including in print and online, and broadcast media.

These pieces resulted in more than 5 million opportunities to see or hear positive news about the Fishing News Awards and its nominees – equating to a return of 834 opportunities for every £1 spent

Nominations almost trebled on the previous year – from 180 to 492

Votes almost doubled – from 2,611 to 5,193

In the months where Acceleris was active on the Fishing News Twitter account, it doubled the average number of new followers

During this period, the account achieved 395,500 organic impressions

During the awards process, we recorded several spikes in Google search interest for ‘Fishing News Awards’, with the highlight a 118 per cent increase on the previous record for daily searches.

As the fishing industry continues to battle with regulation and change, it’s more important than ever to make sure your customers and potential customers know about the good work you do – it’s imperative that you build and maintain a great reputation.

If you need support boosting your brand or reigniting your reputation, get in touch by emailing info@acceleris-mc.com or give us a call on 0845 4567 251.

Did you know that 95 per cent of Britain’s imports come via the sea? Or that the fishing industry contributes more than €70 billion to the European economy every year? As an island nation, our reliance on the sea cannot be underestimated, yet too often we all take for granted just how many people work in this challenging environment – and just how much they do for the rest of us.

Well, this week sees the return of Seafarers Awareness Week (24 – 30 June), the annual celebration of all things maritime and a reminder of the thousands of people toiling away to keep us stocked up on fish, fuel and all the other goods we rely on!

In its centenary year, Seafarers UK has again organised Seafarers Awareness Week, this time with a focus on promoting UK maritime employment opportunities, including shore based jobs (a quarter of a million jobs in Britain are supported by the maritime sector!)

At Acceleris, Seafarers Awareness Week is always a busy time for our specialist maritime team. This year, we’re working with the Royal Alfred Seafarers’ Society on their annual open day, with Nautilus International on the recent launch of a report into crew communications at sea and with the Shipwrecked Mariners Society on the launch of their annual photography competition.

Most people would agree 2016 played host to a seismic shift in world politics. With Article 50 on the verge of being triggered, people from all walks of life are wondering what the future holds for them in post-Brexit Britain. Not least, the fishing industry.

You may think the challenges facing commercial fishing are well established. For example, fishing holds the longstanding title of ‘most dangerous occupation in the world’ with the fatal accident rate over 100 times that of the general workforce in the UK.

Additionally, fishing is an industry we are heavily reliant on and has rich historical ties with our island nation. Around 80% of us consume seafood at least once a month and the UK fishing industry remains crucially important to many coastal towns.

Criticism, however, is never far away. Organisations such as Greenpeace have run regular sensationalist campaigns condemning the effects of fishing, including excess bycatch, discards, diminishing stocks, environmental damage and animal welfare.

Source: BBC

External pressures are only going to add to an already turbulent discussion. Brexit negotiations throw quotas and the jurisdiction of waters up in the air, making the future for fishermen particularly hazy.

In January, Prime Minister Theresa May came under attack from UK fishermen for ‘betraying’ them when outlining the government’s plans for the negotiations with the EU after the triggering of Article 50. In a Brexit speech at Westminster, May was deemed to have failed to address the future of UK fisheries and the relationship with the rest of Europe once ties are cut on Union membership. Fears about fishing being used as a ‘bargaining chip’ in negotiations only served to raise the stakes for a proud industry which MEP Mike Hookem believes could be a ‘shot in the arm’ for the country post-Brexit.

This new political environment and subsequent change does, however, present an opportunity to those within the fishing industry. Customers will be looking for reliability, consistency and stability among the uncertainty. With strong communications there is the chance to be a leading light in what may appear an uncertain time. Building a strong media presence can position you as the voice of the industry. It is perhaps not a time to rock the boat, as being consistent and reliable can breed confidence and trust.

Currently, 66% of UK fish exports go to the EU, meaning tariff-free or low-tariff trade could be vital to Britain in the coming years. Brexit will mean the UK leaves the Common Fisheries Policy (CFP) and gains the right under international law to control who fishes within its waters.

Whilst many see the UK’s impending release from EU ties as positive for the fishing industry, there are warnings to be considered. The CFP is a taboo topic in many industry circles and whilst ‘taking back control’ of British waters is a popular mantra, those working in fisheries will have to act smartly to ensure any potential freedom is enjoyed responsibly.

Source: Press Association

These concerns, and more, highlight the need for communications to be carefully managed and balanced with good practice to maintain successful operations within fishing companies. If companies show good preparation in their handling of the media and act first, fast and frank in the case of an incident, it can put them on the front foot rather than relying on reactionary measures.

Just days after starting work with the NFFO, we established an integrated crisis communications plan when they came up against a direct attack from Greenpeace, coinciding with ground-breaking European legislation change and a protest lobby led by TV chef Hugh Fearnley-Whittingstall. From a standing start, Acceleris achieved five of seven annual objectives in the first month, landing 88 pieces of coverage (89% positive), 135 million positive opportunities to see and laid the foundations for a much higher media profile, including coverage on Newsnight and in The Times.

We have since challenged misconceptions about the fishing industry through campaigns such as ‘Let Them Eat Hake’, the championing of Britain’s most sustainable fish, in 2014. Through a radio day, celebrity endorsements, hake tasting sessions attended by opinion formers and the use of video, the celebration of sustainability changed the conversation from concerns about overfishing, generating significant positive coverage across media platforms over a prolonged period.

We have the experience and expertise to make a difference from the get-go.

Challenges to fishing are not going to go away in a hurry. The balance between operating successfully at a financial level and maintaining responsibility is a difficult one to manage. If you need support steering through these turbulent times, we are here to help. Give us a call today on 0845 4567 251 or send an email to ellies@acceleris-mc.com.

The fishing industry has come in for a lot of undue criticism over the last few years, with NGOs, politicians, journalists and campaigners all lining up to take a swipe. Many of these attacks can be characterised as sweeping statements backed by precious little factual evidence. Yet, attacks like these, even when founded on incorrect allegations, can cause serious damage to a company’s, or an entire industry’s, reputation. Therefore it is crucial that reputation management is seen as a necessary element of running your business and keeping it shipshape.

Recent research from BDO LLP and the Quoted Companies Alliance has shown small and medium sized companies attach 28 per cent of their value directly to reputation. With the UK fishing industry valued at more than £860m[1], that’s clearly quite a significant amount. As the fishing industry comes in for constant and heavy scrutiny, far more so than many other industries, one misstep can have severe consequences.

So just how serious an impact can a badly managed crisis have? When thinking about reputation meltdown and its impact on business value, a recent example that comes to mind is that of Volkswagen. The company lost over a third of its value (35 per cent) in just two days following the ‘dieselgate’ crisis where the company was found to be using cheat devices during emissions tests. That’s a hit of approximately €25bn.

The emergence of a crisis is sometimes completely unavoidable. What we remain in control of, however, is the response. Thankfully this is by far the most important aspect of ensuring reputations remain untarnished. It’s not too much to say that a well-crafted response to a crisis can be the difference between a short term nuisance and a permanently damaged reputation.

Our advice would be to ensure you’re first, fast and frank in your response to the issue. By being proactive in taking control of your response to customers, employees, suppliers, wider stakeholders and the media, you can set the tone for how it’s perceived down the line. If you’re seen to be addressing the situation seriously with a joined up plan across all your communications channels you can actually improve rather than damage the perception of your business.

It sounds easy when you put it like that, but to swiftly and effectively manage a crisis you need to have a plan in place long before you can see a potential issue looming on the horizon. By having a procedure clearly laid out for dealing with any problems, you’ll ensure your response is professional and level-headed. This includes identifying all operational responsibilities to communicating your plan of action – with digital media now being at the forefront of any crisis strategy.

However, reputation management is not all about deflecting crises. Proactively promoting a consistent, positive message about a business and its operations can be a brilliant boost to a business’ reputation and pays dividends in ensuring any negative issues are placed in the context of a much wider, positive piece.

The Saucy Fish Company recently won plaudits and a prestigious award for its School of Fish campaign, which saw a team of children prepare, cook and serve Saucy Fish products to a packed central London restaurant. By planning such a creative event, along with the inevitable cuteness factor brought by kids, the company pulled off a great stunt which led to substantial positive feedback – and the approval and increased interest of potential customers.

At Acceleris, we recently ran a proactive campaign of our own to dispel some of the myths surrounding the European fishing industry, communicating a more positive, consumer-friendly face for the sector. Working with Europêche, the European trade body representing 80,000 fishermen and 45,000 vessels from nine EU countries, Acceleris developed the consumer information portal iFish, designed to address the growing consumer appetite for information on the industry. The site provides facts and figures on the industry while boosting its favourability in the eyes of the public. The associated campaign secured almost 200 pieces of press coverage across Europe, reaching an audience of 140 million people. Every piece of coverage contained a positive message about the work of the industry and the campaign beat global brands including BP, BASF and Unilever to the European Excellence Award in Communications in Stockholm last December.

Clearly, the fishing industry has made good headway in recent years on improving its reputation and it’s great to see sympathetic programmes like The Catch and Trawlermen Tales hitting the mainstream. On the back of this, it’s brilliant to see the Fishing News Awards return after an eight year break. The awards, set to be held in Aberdeen on 26 May 2016, will celebrate the best commercial fishermen from across the UK and Ireland. With a fantastic buzz already surrounding the awards, this kind of event is exactly what the industry needs to capitalise, and improve even further, on its recent reputation boost.

Of course, everyday activity is crucial too – managing reputation is a continuing job. Most businesses don’t have the resources to put on a constant stream of events of this scale – likewise, it’s not simply enough to start trying to garner good favour once a crisis is already on your plate. Regularly share good news stories and CSR initiatives so people know the good work your business does. Not only is this good practice generally, it may determine how people react if a crisis does hit your company. It will also help you to develop strong relationships within the media which are useful to promote good news, but could also become handy when you have not-so good news to share.

The UK fishing industry provides over 31,000 jobs[2], almost £1bn to the economy and food security to the nation and abroad. Yet, these positive messages are in danger of becoming drowned out by well financed and well-resourced detractors. It’s time the industry took back the narrative and restored fishermen’s position as the heroes of the seas.

[1] The value of the 756,000 tonnes of sea fish landed by UK vessels into the UK and abroad.

[2] There are 11,800 active fishermen and 19,511 fish processors in the UK as of 2014

In factories, plants and sites across the country, there are signs proudly announcing the number of days the company has gone without accidents.

On the wall of the Acceleris office however, there is a sign saying:

This is because today is Fish Pun Day! Wahoo! (actually a fishy member of the mackerel family for those who don’t know). In an office full of people who love words and language, it’s easy to get carried away with pun one-upmanship, but finally CEO and head punster, Peter, is free to say ‘oh my cod’ or ‘plain sailing from here’ or ‘right plaice, right time’. I would go on but just thinking about it is giving me a haddock…!

Fish Pun Day marks the start of National Seafood Week (9-16th October) and we, at Acceleris, are getting ‘on board’ to share some of our ‘brill’ experiences working with fishermen and seafarers.

Over the next week, members of the agency’s maritime division will be sharing their experiences of working in the maritime and fishing sectors. We will also be busy on Twitter using the hashtags #Gethooked, and #SeafoodWeek to share ideas, videos and examples of our work so raise the periscope.

From royal visits to a retired seafarers’ care home and dunking celebrities in shark tanks to defending hardworking fishermen and championing sustainability, Acceleris’ maritime work in the last two years alone has taken the team to Munich, Dublin, Brussels, London, Vigo, and of course closer to home trips to Grimsby and Hull! Some of our award winning fishy work has also been studied by students at the University of the Arts London.

So get ‘on board’ and ‘set sail’ for a week of insight and top tips for communications for the maritime industry. Oh and don’t forget buoys and gills, if you can think of a batter fish pun, let minnow!